Client: Munich Tourism Initiative
Project period: 2024 – 2025
The project in brief
“Strengthening the tourism industry and Munich as a tourism location” – that is the mission of Tourismus Initiative München e.V. (TIM). As a strategic consultant and sparring partner, we support the association with specific recommendations for action for modern destination management.
We also take a critical look at TIM’s financing, organization and processes, discuss benchmarks and impulses and ensure greater involvement of the relevant stakeholders.
Task and background
Tourism is an important economic factor for Munich – but the state capital’s existing destination marketing approach was under pressure: rising costs, tight budgets and an overly “traditional tourism brand” hindered the targeted and holistic development into a strong destination for the future.
The problem areas:
- Little room for maneuver for strategic orientation (due to tight financing)
- Competitor cities such as Vienna, Berlin and Hamburg in a better financial position
- No strategic orientation in terms of content in the form of committees
- Responsibilities not sufficiently clarified and professionalized
- No holistic city positioning; Munich tourism brand too traditional
- Destination marketing not sufficiently integrated into urban developments (“free-flying satellite” instead of established player)
The project goals:
- Development of specific recommendations for action for destination management
- Involvement and activation of relevant stakeholders
- Establishment of the TIM as a link between the city, the economy and the tourism industry
Our way of working
1. analysis and participation
We started the project with a tailor-made project plan, a qualitative analysis of the initial situation (review of existing strategies, studies, documents, etc.) and individual discussions with key stakeholders to understand their views and expectations.
2. strategic workshops
In several workshops with the TIM team and representatives of Munich Tourism, we opened up spaces for exchange and a change of perspective: Where does Munich stand today, and what future does Munich have as a destination?
We provided a great deal of specialist input for greater understanding and a shared vision : What does successful destination management need? What are the success factors and prerequisites for a new “Munich model”?
3. recommendations for action
Based on the findings from analysis, participation and workshops as well as benchmarks and best practices, our team of experts developed specific recommendations for future destination management in Munich – including for the areas of financing, governance structure and committees, network management, communication and brand management.
The result: impetus, inspiration and innovative approaches
Targeted recommendations for action and new impulses (“thinking outside the box”): Based on our strategic work, the Munich Tourism Initiative and Munich Tourism can sustainably develop Munich as a tourism location. We are convinced of this.
The extended
“
Munich Model
“
closely interlinks the city, economy and tourism industry and integrates innovative approaches to destination management, financing models and strong alliances. It is now up to Munich to distinguish itself as a modern destination with international appeal and a high quality of experience.
Munich is more than Oktoberfest, beer and tradition …
